Girls Gone Wired? Study Shows Women Want Plasma TVs More than Diamonds

Posted Aug 2, 2006 by Digital Journal Staff
Digital Journal — What do women want? Few men in the world can actually answer that question. “But diamonds are a girl’s best friend,” you might say. Well not anymore.
According to a new U.S. study, most women say they would actually prefer a new plasma TV to a diamond necklace. Yes, technology. A big, powerful, sexy television set.
The survey by the women-targeted cable TV network, Oxygen Media, found technology is now just as appealing to women as it is to men. The technology gender gap is closing, with women regularly purchasing and using new technology.
Both men and women spend most of their days interfacing with technology and four out of five women say they feel comfortable using gadgets. According to the survey, the average woman owns 6.6 gadgets while the average man has 6.9, and almost 50 per cent of women do all their own PC troubleshooting.
"People make the assumption that women are not as advanced as men when it comes to technology, and I was surprised at the parity men and women now have, in terms of technology," Geraldine Laybourne, chairman and chief executive of Oxygen, told Reuters.
The survey showed that women, if given a choice, will usually opt for a tech gadget over a luxury item like vacations or jewellery. In total, 77 per cent of women surveyed said they would chose a plasma TV over a diamond necklace and 56 per cent would take a plasma TV over a vacation in Florida.
And what may be a big surprise to both men and women: The survey showed that 86 per cent of women would also pass on a new pair of designer shoes if they could get a digital video camera instead.
The survey also showed over the next five years women say they will increase activity with digital cameras, cell phones, e-mail, camera phones, text messaging and instant messaging.
Laybourne said it’s now up to advertisers to ensure that they are addressing women's increased usage and knowledge of technology.
The "Women's Watch: Girls Gone Wired" survey included 1,400 women and 700 men, aged 15 to 49. It was conducted by Teenage Research Unlimited.